Events
Running onsite programs—from conferences and trade shows to customer events and activations—takes plenty of planning and budget. Building booths and showcasing products is only the beginning, ROI is dependent on robust lead generation, strengthening strategic partnerships, and learning more about customer pain points.
Trade Shows & Conferences
The approach for 2022 APTAtech—public transit’s technology showcase—was complete brand saturation. I secured the sponsorship lanyards, promoted speaker roles, and ran our booth. I also planned an offsite customer event that hosted 50 customers, partners, and prospects. Using our contact database, I cross-referenced with conference attendees and sent invitations by email (and provided the team on the ground with printed invites to distribute by hand). RSVPs occurred by visiting a website landing page and form.
Experiential Marketing
For B2C apparel maker Rush Order Tees, I managed pre-game events from start to finish. Programs were planned around the larger Philadelphia Union events schedule (e.g., family day, overnight camping trip) and largely focused on t-shirt delivery. At different points, the goal was to add more users to our campaign.
The process evolved to deploy sign-up forms using Mailchimp contact forms via tablets. Fans could pick up a t-shirt for the game after providing us with contact info. As soon as we got back to the office (for the internet), emails were automatically sent using a previously created email (thanks for attending). We tracked ROI through specific promo codes used only for that event.
TKTK